open source marketing???

my new facebook friend Jeremiah Owyang - web strategist and all around good guy has a video on his blog where a group of guys talk about the need to develop a more aggressive open source marketing strategy, that would include more corporate like action. (my comment is on his blog). i mention that i like the idea in spirit, however, i've worked with programmers who "rage against the corporate machine", all i can say is good luck boys...